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Pengaruh Motivasi Hedonik terhadap Impulsive Buying dan Compulsive Buying Rini Anggriani; Lalu Jatmiko Jati; Raden Bagus Faizal Irani Sidharta; Baiq Dinna Widyasti
Target : Jurnal Manajemen Bisnis Vol 4 No 1 (2022)
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/target.v4i1.2087

Abstract

The changed in consumer’s buying behavior and the accompanying factors is an important issue and an interesting topic for further study by marketers and academics nowadays. In this case, impulsive buying behavior and compulsive buying in Lombok local teenagers that is using halal cosmetic become the subject of this study. This study aims to determine whether there is an influence of hedonic motivation on impulse buying and compulsive buying. The sampling technique used is the accidental sampling method with 200 samples. Data analysis used Structural Equation Modeling (SEM). The results showed that there is positive and significant influence and relationship between hedonic motivation and impulse buying. There is a positive and significant effect of impulsive buying on compulsive buying. There is no effect of hedonic motivation on compulsive buying.
Penerapan Strategi Pemasaran dalam Meningkatkan Omset Penjualan Jajanan Lokal UMKM di Kota Mataram Rini Anggriani; Anthony Anggrawan; Gusti Ayu Dasriani; Raden Bagus Faizal Irani Sidharta; Dafa Awanta; Jean Suciasti Gunawan
ADMA : Jurnal Pengabdian dan Pemberdayaan Masyarakat Vol 3 No 1 (2022): ADMA: Jurnal Pengabdian dan Pemberdayaan Masyarakat
Publisher : LPPM Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/adma.v3i1.2120

Abstract

The Micro, Small and Medium Enterprises (MSME) sector is one of the important sectors as the main support for the community's economy.However, the Covid-19 event had a significant impact on this sector.Indeed, Covid-19 has subsided, but the impact of this phenomenon is still affecting all sectors, one of which is the Micro, Small and Medium Enterprises (MSME) sector. This service program is carried out on local snack products in the city of Mataram with the target of helping increase sales turnover of The Micro, Small and Medium Enterprises (MSME) products through optimizing the application of mix marketing strategies. The method used is a qualitative descriptive approach with data processing techniques using triangulation.The results of this service show that the application of the marketing mix marketing strategy that is carried out can have a positive and effective impact on increasing the sales turnover of The Micro, Small and Medium Enterprises (MSME) products in the city of Mataram.